SNA Displays Helps Modernize Milwaukee High Rise

Two high-end LED display systems from SNA Displays’ BOLD Interior line welcome visitors to the Associated Bank River Center.

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SNA Displays Helps Modernize Milwaukee High Rise

The Associated Bank River Center in downtown Milwaukee has been modernized with a new conference center, fitness facility, upscale lounge and now two high-end LED display systems from SNA Displays’ BOLD Interior line of displays.

According to SNA Displays, the displays were installed at the northwest entrance lobby and along the reinvented tower connector.

The lobby display is a 13 foot-high-by-21-foot-wide LED video wall just outside of the first-floor elevator hall. The display can be seen from the street thanks to the lobby’s glass-façade entrance. It features a pixel pitch of 2.5 mm and more than 4.1 million pixels.

Down the hall from the lobby along the reinvented tower connector is a 41-foot-long LED display that wraps around a hallway corner opening up to the Saint Kate Hotel, according to the company.

The video wall also features a 2.5 mm pixel pitch, more than 3.5 million pixels, a convex curve and 12-foot radius.

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“The striking element of the new displays is the beautiful digital art the River Center is featuring on them,” said Mikell Senger, project manager for SNA Displays, in a statement. “This kind of digital content sets a positive vibe, stimulates interest, and really makes these kinds of spaces really stand out.”

Both direct-view LED displays feature content from digital art and brand experts cFire, with SNA Displays’ Client Services Group providing managed services for the content.

“We were happy to offer the CSG team for operations support,” said Mike Sabia, director of SNA Displays’ Client Service Group, in a statement. “Our engineers monitor the display output, network health, and equipment status daily and manage all aspects of scheduling and service so the owners can simply enjoy the displays without worry or dedicated resources.”

According to SNA Displays, the firm worked with builder J.H. Findorff & Sons and architectural firm RINKA to coordinate details and decorative finishes around each display. Integration firm Camera Corner Connecting Point performed the installation.

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